Lorraine Murphy (The Remarkables Group) & Renee Bugg's (Bupa) presentation at Mumbrella's CommsCon
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Lorraine Murphy (The Remarkables Group) and Renee Bugg's (Bupa) presentation at Mumbrella's CommsCon.
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Lorraine Murphy (The Remarkables Group) & Renee Bugg's (Bupa) presentation at Mumbrella's CommsCon
- 1. INFLUENCERS TO THE RESCUE: Mobilising influencers to save your brand #COMMSCON
- 2. Renee Bertolus Social Media Manager @nay_bert Lorraine Murphy Founder & MD @theremarksgroup With your hosts…
- 3. REACTIVE APPROACH Wait until crisis takes place Brand is on the back foot Coming from defensive position PROACTIVE APPROACH Have strong relationships in place Longterm view Offensive position If you’re already in crisis, then it’s too late!
- 4. VS Longterm approach is critical
- 5. We take the time to get to know each other We communicate openly and frequently We make the effort to understand what’s important to the other person We invest time, money and energy in getting to know each other We build trust capital What do we do in a longterm relationship?
- 6. When crisis strikes… Transparent: We made a point of answering the hard questions as best we could. 1 Proactive: Bloggers sought out the brand to clarify the facts. 2 3 Timely: We had pre-prepared information to provide them with. No waiting for corporate sign off.
- 7. Build it and they will come Uncover talent Nurture and grow Partner Advocate
- 8. Influencer case study: Karan White, Doxies Down Under 106,000 26,000
- 9. From like to love Unpaid brand advocacy Personal advocacyPaid activity
- 10. Define the crisis – may not be one for the brand, but could be huge for the influencer Take a longterm view Have NDAs in place Be as transparent as possible Share information early Arm influencers with information, support and brand contacts So what should we do?
- 11. Thank you
Editor's Notes
- Story of agency whose client was about to be delisted at Woolworths
- One night stand vs longterm relatiionship
- Influencer brand immersion Proactive comms Mutually beneficial relationship Relationships = series of debits and credits
- If you were working in the fashion or retailing space, or even just following the news in 2013, you may remember the tragic fires that tore through a factory in Bangladesh. I was working for one of the organisations who were called into account for their ethical sourcing practices The organization had already started working with bloggers in a more structured way, and had built up a relationship with a number of them The bloggers reached out to us, as they felt concerned that it reflected poorly on them, as they had publicly backed the brand previously and now their readers were questioning them We were able to re-use existing comms that had been prepared for other purposes, which allowed us to quickly get the information in their hands We didn’t push anyone to post, but a number chose to and shared the key messages we had provided, which was received well by their audiences and we didn’t lose any bloggers as a result. At the time we didn’t understand the impact that this could have on the brand, and we should have measured it better – but it taught me the value of having influencers on your side…
- Taking the lessons I learned after that Bangladesh experience, it was a welcome opportunity to work on the Bupa Blog Awards and look at how we could expand on that. Insurance and health care, like other industries, is open to risk – especially when dealing with such a big customer base It was important to me to not only look at the influencers we used as a way of expanding our audiences, but building advocates for our brand The awards framework is a good way to do this. We uncover talent through a competition Provide the bloggers with regular opportunities to upskill and network, as well as understand our business – so it’s not simply a transactional relationship We partner with the bloggers on campaign ideas – taking their feedback in during briefing stages to make sure it will really land for their audiences And through all this, we build advocates. They are more invested in our campaigns, and our brand.
- An example of where this has worked well for Bupa is with Karan from Doxies Down Under While starting with us initially as a finalist in the Bupa Blog Awards, Karan went on to win her category She has now worked on a number of paid campaigns with us She has also attended events and provided us with ‘free’ activity to support campaigns We have also had her go above and beyond, personally advocating for us on social media and in real life during times such as rate rise, which can be a tricky time for any health insurer.